Messaging

I am not sure if I was more surprised, glad, or excited to see the recent 2015 World Development Report published by the World Bank Group. Knowing well this institution, I admit I did not expect to see the day when it would acknowledge that human behavior is not necessarily guided by rational considerations and that behavior change is not a linear process and needs to reflect the complexity of factors affecting such process. The possibility that rational thought is not at the basis of every human action is something quite revolutionary, at least within the mainstream boundaries of economic discourse.

The WDR entitled “Mind, Society and Behavior” seems to suggest that economists might actually have something to learn from behavioural scientists! However, such concepts have been floating around for a quite some time. A handful of social scientists, development scholars, and practitioners have been exploring, advocating, and applying to a different degree principles, which are now illustrated in the WDR and applying approaches that promote human agency and facilitate social change.

In my last blog, I spoke about how a simple video message about a warlord who lives thousands of miles away from most of the video’s viewers, created by Jason Russell, inspired millions to “make Kony famous”, and end the atrocities of Joseph Kony and his Lord’s Resistance Army (LRA).

Many of us development professionals entered the profession with a desire to create a better world. We knew it would take time and effort but were happy if we knew we made at least a small dent. With technology, our dreams have suddenly become bigger. Is it really possible to use technology to amplify development impact? If anything the KONY 2012 campaign gave all of us believers in the power of technology to do good, something we longed for - HOPE.

The global policy community seems unlikely to take drastic steps with regard to climate change any time soon. Politicians remain hesitant about taking action, although scientific consensus on climate change is overwhelming. It’s happening, it’s happening now, and it will cause massive damage. And it’s mostly caused by humans. Public opinion, on the other hand, is far behind the science. Are politicians unwilling to impose dramatic measures to slow down climate change because the public is unwilling to pay the cost – yet? Are they kicking the can down the road because the people are not yet willing to fully embrace the fact and the consequences of climate change?

Suppose you want to run an awareness campaign for, say, methods that prevent the spread of sexually transmitted diseases (STD) in a sub-Saharan country. Suppose you want to reach the widest possible audience because most adults are concerned by this issue. Suppose you have a well thought-out campaign message. Which medium do you go for?

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